There are five primary publics for Riordan Manufacturing: local government, shareholders, employees, customers, and the media. RiordanÆs PR campaign for the relocation to China has objectives that address each of those publics. First, it will be designed to gain positive public opinion about the move. Next, it will engage the support of company managers and other employees. It will reassure shareholders and other potential investors. It will gain the approbation of customers at home and abroad. And finally, it will inform and gain the support of the media and local government at home and abroad.
Gaining positive public opinion is necessary for retaining customer loyalty at home and gaining it abroad. Customers will be assured that they can expect the product line to continue even though the manufacturing site will be moved and that product availability will not decline with the move. Customers should also be informed that the move will help keep prices low, or possibly even lower them further, without impacting quality. Furthermore, compliance with government and environmental guidelines should be publicized to project the companyÆs image as a trustee of conservation. Several vehicles will be used for informing and reassuring customers, the media, and the public at large: press releases, strategic alliances, an online ômedia room,ö media publicity at trade shows and conferences, and brand identity definition (Crowther). Existing customers can receive special mailings that include information about the move and a dollars-off or percentage-off coupon in celebration of the ôimproved manufacturing concept.ö
Shareholders and the city council also need to be informed of the impending move and reassured that the impact will be mitigated by other factorsùin the case of shareholders, it will be mitigated by an improved bottom line, and in the case of the city council, it will be mitigated by the expans
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